Today's rapidly changing pattern of media consumption is a force which editors and publishers are all too aware of. The ability to showcase stories through a vast array of multimedia platforms is now an essential editorial tool which almost every media outlet is taking advantage of to accommodate their readers' expectations.

Nike knows that somewhere deep inside, some of us would love to be the guy who runs through the ice, to conquer the cold on a Tuesday. And it knows that if we were that guy, we'd buy more shoes.

Cast your mind back five years ago. If you work in media, marketing, business or tech, you'll no doubt remember a debate that raged in blogs, board rooms and bars after work. Was there really a business case for the then new-fangled craze of Social Media?

My colleagues often ask why I use Twitter so often. There is a belief amongst those who do not really use it that everyone is just broadcasting the details of their breakfast, or which train they are waiting for. This is a misconception.

After a busy conference season in the European media world (five conferences in four countries in four weeks), one thing has become increasingly clear. News media are cooking up some healthy engagement and participation in their online communities.

Facebook just introduced a new advertising option for marketers, the ability to promote status updates on a per-post basis, to increase their reach. While this feature is being rolled out slowly and is not yet live to all brand pages, we'll outline the mechanics of this new function below, and take a peek about our own fan community's reaction to the new feature.